As technology roils and transforms media and marketing, innovation, while essential, has become basic table stakes. Iterative tactical thinking is evolutionary, as technology forces a revolution. To stay truly relevant and survive, invention must be the industry’s focus.

A recent study on Gen Y by Visa found that 49 percent of millennials want to bypass traditional companies in favor of startups. It seems a culture of invention is appealing to our next generation of great talent.

We often start most of our casual conversations with a seemingly simple question: “Hey, what’s up?” Lately, however, I’ve come to hear that question as the fuel of inspiration behind an important strategic shift now under way in our business that is driving us beyond innovation and improvement, and toward discovery and invention.